Social Media Shakedown of Top UK Brands in March 2014

With attentions spans becoming smaller, and the world of social media getting crowded. Brands from the United Kingdom have to stand out to engage. Campaigns have to be both interesting and engaging. March was a month of contests, updates, charity and more

Transcript of "Social Media Shakedown of Top UK Brands in March 2014"

1.
TOP UK BRANDS
ON SOCIAL MEDIA
MARCH 2014

2.
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3.
With attentions spans becoming smaller, and the world of social media getting
crowded. Brands from the United Kingdom have to stand out to engage.
Campaigns have to be both interesting and engaging. March was a month of
contests, updates, charity and more. Premier Inn, Hotpoint and Freeview ran
contests, while Adidas shared football updates and Pepsi pranked fans.
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7.
BRAND FANS
INCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)
ENGAGEMENT
*
Premier INN 92,196 5.7% 6.4% 1000
P&O Cruises 227,588 0.37% 0.93% 325
Cunard 112,778 1.7% 3.1% 716
Holiday Inn 74,822 32.6% 0.24% 31
Royal Caribbean 55,944 1.9% 3.8% 588
Sector Average 1.3% 1.7% 528
Mar 01- 31, 2014
*Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score, we
weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We
then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content.

8.
Premier Inn – #Wakeupface
Premier Inn ran a contest asking its fans, to either use a hashtag, tag a friend or comment on one of the
posts. Winners would walk away with king sized beds. 8 out of 10 of the most engaging posts revolved
around the contest.
Premier Inn’s average engagement score
in March was 1,000, which more than
twice the sector average of 527.

9.
Mar 01- 31, 2014
*Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score, we
weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We
then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content.

10.
Hotpoint – Contests
Hotpoint ran a series of contests on its Facebook page and gave away various goodies and appliances
to the winners. The contests generated lots of buzz for the brand in March. The updates on the
contest were posted on March 6th and 7th.
Hotpoint saw an increased growth rate after
the announcement of the contest.

11.
BRAND FANS
INCREASE IN
FANS(%)
NO. TALKING ABOUT (% OF
FANS)
ENGAGEMENT
*
Freeview 57,677 43.8% 17.4% 819
EE 676,873 0.95% 1.3% 608
O2 1,016,690 1.7% .89% 173
Three UK 205,571 1.6% 1.9% 371
Talk Talk 175,977 5.2% 18% 136
Sector Average 29% 3..1% 237
Mar 01- 31, 2014
*Engagement is the measure of audience responses to a brand's content and activity on a social network. To calculate the engagement score, we
weigh audience interactions on brand content such as Likes, Comments, Shares or Favorites, Replies and Retweets based on their importance. We
then divide their weighted sum by our estimate of the number of brand fans and followers who actively receive and view such content.

12.
Freeview – #catandbudgie
Freeview ran a contest, asking fans to guess a scene from the adverts and winners would walk away with a
brand new 40” Samsung Freeview HD TV or one of two Freeview+ HD boxes.
Freeview garnered an average engagement score of
819, which is almost 4 times the sector average of
239.

17.
Nokia MixRadio – #MixRadioDiscovery
Nokia MixRadio ran a contest where one lucky winner would walk away with a Nokia Lumia 1020. Entrants had to
tweet a song, artist or mix which he/she discovered and use the hashtag #MixRadioDiscovery. The hashtag was
used over to 12,000 times.
Nokia MixRadio’s engagement score peaked during
the contest and garnered an overall average
engagement score of 515, which is more than 5 times
the sector average of 107.
The number of mentions of @NokiaUK peaked
between the 10th and the 21th March with more
than 8,200 mentions.

19.
Benefit Cosmetics UK – #browarchmarch
Benefit Cosmetics, conducted a campaign encouraging followers to get their brows waxed or shaped at a
dedicated brow bar and the proceeds would go to a charity. The hashtag #browarchmarch was used for the
campaign and has been used 2,600 times by followers.
#browarchmarch was the most used hashtag
by the brand and its followers in March.
Benefit Cosmetics was re-tweeted 4,291
times which is almost 8 times the sector
average of a brand in Europe.

21.
Adidas UK - #allincfc
Adidas UK shared updates and scores on the Champions Legaue and Chelsea Football Club using the hashtag
#allincfc. These tweets engaged most with the followers in the month of March.
#allincfc was used more than 9,800
times by Adidas UK followers in March.

26.
Virgin Money: Investments in Three Minutes
Video Views GrowthVirgin Money’s video on investing was the most
watched video on its channel in March with more than
28,000 views.

27.
The “Live for Now” ad from Pepsi MAX UK was viewed
more than 450K times in March to become the most
watched on its channel.
Video Views Growth
Pepsi MAX UK: Unbelievable Bus Shelter | Pepsi Max.
Unbelievable #LiveForNow

28.
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29.
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